Exploring gaps in young generations’ sustainable travel behavior: a mixed-methods study
通过焦点小组访谈和全国调查，发现Y世代和Z世代在可持续旅游中存在意图与行为、日常生活与旅行之间的差距，并识别了资源、成本、知识等障碍。
This mixed-methods study investigates discrepancies in sustainable travel behavior among Generations Y and Z. Focus group interviews revealed two primary gaps: the intention–behavior gap and the daily life–travel gap (i.e. inconsistency between sustainable habits in everyday life and during trips). The results also indicated that although Gens Y and Z express strong intentions toward sustainable travel, translating these intentions into action remains challenging. Key barriers include limited resources, high costs, and lack of knowledge. Using these insights, a national survey was conducted. The quantitative component of this study extends the theory of planned behavior and identifies several factors influencing young generations’ sustainable travel activities (e.g. daily habits, perceived consumer effectiveness, and limited knowledge). The study highlights the need for practical strategies, including financial incentives and better access to sustainable options, to support young travelers in adopting sustainable practices. Based on the findings, this study provides directions for tourism researchers and practitioners aiming to promote sustainable travel behavior among young generations.